Google Instant's "search-before-you-type" system, which streams real-time results as a user enters their query, will have implications for organic and paid search, according to one expert.
Eric Enge of Search Engine Watch said one of the biggest impacts could be on the use of long-tail phrases.
Because Google Instant makes suggestions as a user types, they will probably click on their intended search if they see if before they complete the phrase.
As a result, the proportion of search volume accounted for by long-tail search could drop from its current level of 70 per cent to around 50 per cent.
Elsewhere, Google Instant could boost conversion rates for locally targeted pay per click marketing campaigns, Mr Enge said.
If an individual does not enter a geo-specific query, the new system will automatically show them results based on their location – and therefore ads for the same area.
"Users who were intending to type a long-tail query, but now accept a shorter-tail query, still have the same level of readiness to buy," he commented.
However, Mr Enge claimed the full impact of Google Instant on search behaviour and conversion trends will not become clear "until a year or more has passed".
News brought to you by ClickThrough – experts in SEO, Pay Per Click Services, Multilingual Search Marketing and Website Conversion Enhancement services.